Smurfit Westrock fast-tracks Corona Cero launch as demand rises for alcohol-free beer

Packaging leader utilised its revolutionary Design2Market capabilities to facilitate AB InBev’s new product launch in record time

Tapping into a shift in drinking habits, Smurfit Westrock and AB InBev have collaborated on an innovative seven-bottle packaging concept for Corona Cero, which was designed around a simple idea: one bottle for every day of the week.

As more consumers embrace moderation and healthier lifestyles, the alcohol-free revolution shows no signs of slowing down. Across the world's largest beer and beverage markets, some 61 million new consumers entered the no-alcohol category between 2022 and 2024.

Through Smurfit Westrock's unique Design2Market process, teams worked collaboratively to develop, prototype and refine multiple solutions before selecting a scalable and award-winning design suitable for global rollout in a matter of weeks.

Developed in close collaboration with AB InBev and agency JKR, the "7 Days, 7 Moments" concept combines consumer insight with paper-based packaging innovation, creating a distinctive format to appeal to the growing number of consumers choosing alcohol-free options.

The resulting packaging system includes both the consumer pack and a corrugated transport solution designed to protect products throughout the supply chain while supporting sustainability ambitions. It also recently won the prestigious Richard DePaul Award for Creative Converting & Design at the 2026 Paperboard Packaging Council (PPC) awards in Florida.

"Our role here was to bring together the people, expertise and capabilities needed to ensure speed to market for one of the world’s biggest brands,” said Arco Berkenbosch, Chief Innovation Officer with Smurfit Westrock.

“The complexity was happening behind the scenes; our goal was to make the journey feel simple, from the first idea through to a solution that could be tested, produced and brought to market in an exceptionally short timeframe.”

The 7-bottle pack launch aligns with strong category growth: IWSR reports that alcohol-free beverages are forecast to continue growing at a compound annual rate of 7% through 2028. Following successful launches in Colombia and Argentina, the concept is now expanding into additional markets.